A market entry strategy is the planned method of delivering goods or services to a new target market and distributing them there. When importing or exporting services, it refers to establishing and managing contracts in a foreign country.

Strategies

Some of the most common market entry strategies are: directly by setup of an entity in the market, directly exporting products, indirectly exporting using a reseller, distributor, or sales outsourcing, and producing products in the target market. Others include:

Licensing

Greenfield project

Franchising

Business alliance

Exporting

Turnkey project

Joint ventures

Outsourcing

Factors

Many companies successfully operate in a niche market without ever expanding into new markets. Some businesses achieve increased sales, brand awareness and business stability by entering a new market. Developing a market-entry strategy involves a thorough analysis of potential competitors and possible customers. Some of the relevant factors that are important in deciding the viability of entry into a particular market include trade barriers, localized knowledge, price localization, competition, and export subsidies.

Market entry and trade risks

Some of the risks incurred when entering a new market and start domestic or international trade include:

Weather risk

Systematic risk, different from systemic risk, the systematic risk is the risk inherent to the entire market or an entire market segment

Sovereign risk

Foreign exchange risk

Liquidity risk

While some companies prefer to develop their own their market entry plans, other outsource to specialised companies. The knowledge of the local or target market by those specialized companies can mitigate trade risk.